2015 Winners & Shortlists

THE ROAD RIPPER

BrandNISSAN
Product/ServiceGT-R
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Large Scale
Entrant Company TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Advertising Agency TBWA\RAAD Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

The number of visits to the showroom increased by 137% in comparison to the previous month. Online searches for the Nissan GT-R in Dubai increased by 570% during the month of the activation. Hundreds of drivers passed by the structure to take photos and inspect it.

Creative Execution

Using a team of professional sculptors, a lot of iron wires, some concrete and a touch of tarmac, we built a life-sized, road ripple structure that visualised the true power of the Nissan GT-R. The best part was that we displayed it at our Nissan showroom which is strategically located on an inter-emirates highway, between the Ferrari and Maserati showrooms, making sure we caught our audience’s attention prior walking into our competitions dealership. This campaign used only a UAE municipality parking lot, which made it even more efficient since people would expect to see either a car or an empty spot; in this case, there was a huge ripple of asphalt to break the rules.

Insights, Strategy and the Idea

When people think of fast cars they think of Ferrari, Lamborghini, Maserati and Bugatti. What they don’t think about is the Nissan GT-R, the fastest accelerating four-seater car ever built. We wanted to bring this to our audience’s attention and get them to think twice before they signed the papers to their Ferrari. We aimed to target all the residents in Dubai, and specifically those who are interested in speed and can afford in buying sports cars; so we built a unique structure that stood out from the clutter of almost identical competitor advertisements we see every day in the print, outdoor and digital mediums.

Credits

Name Company Role
Rohan Young TBWA/RAAD Executive Creative Director
Dany Njeim TBWA/RAAD Art Director
Madeleine Butcher TBWA/RAAD Copywriter
Francis Contreras TBWA/RAAD Photographer
Jessica Abi Nassif TBWA/RAAD Agency Producer
Saad Gharzeddine TBWA/RAAD Group Account Director
Natasha Monteiro TBWA/RAAD Senior Account Manager
Tony Vartivarian TBWA/RAAD Senior Account Manager
Fadi Awada TBWA/RAAD Account Manager
Farah Abi Saab TBWA/RAAD Account Executive
Garen Yebremian TBWA/RAAD Senior Account Executive
Pierre Abboud Trompe L'oeil Producer